Social media for advocates
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This document provides information on using social media for advocacy groups. It discusses developing a communications strategy, building relationships through social networks like Facebook and Twitter, creating and sharing content while respecting copyright and creative commons licenses, and using a case study of a hypothetical organization called "Community Brave" to bring the concepts together. The case study describes Community Brave's multi-phase approach using different tools like YouTube, blogs, and petitions to engage two target audiences.
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Social media for advocates
- 1. KerryJ Online Learning Specialist Australian Institute of Social Relations Social media for advocacy groups
- 2. Acknowledgement of Country We acknowledge this Land as the Traditional Lands of the Kaurna People and we respect and support their Spiritual, Physical, Economical, Intellectual and Emotional relationship with their Country. We also acknowledge the Kaurna people as the custodians of the Adelaide Region and their inherent Cultural and Spiritual beliefs continue to sustain the living Kaurna People today.
- 8. Communications strategy Building relationships Creating content Document hand-out Social networking research & sites Copyright & Creative Commons Social media Hardware & software Characteristics & sites Case study Topics menu
- 9. Click to edit Master title style Communications strategy Communications plan handout
- 10. Communications strategy • What you want to achieve • What you want to say & how • Audience • Audience and tools • Work-plan • Evaluating success
- 11. Click to edit Master title style Building relationships What times and days?Where is your audience? Social networks
- 12. Source: June 2012 Yellow ™ Social Media Report Building relationships
- 14. • Facebook page – ongoing communication • Facebook events – special events • Facebook groups – special interests • Friends and connections http://www.facebook.com/help/ Building relationships - Facebook
- 15. https://www.facebook.com/DestroyTheJoint Building relationships – Facebook Page
- 16. Building relationships – Facebook Event
- 17. Building relationships – Facebook Group
- 18. Source: June 2012 Yellow ™ Social Media Report Building relationships - Twitter
- 19. • 140 characters at a time • Follow people or keywords • Share links and photos • Conversations https://dev.twitter.com/media Building relationships - Twitter
- 24. Other sites of note • Linked In – professional networking - groups • Google Plus – ties into Google product suites • Google Groups – discussion forums Building relationships – other sites
- 25. Other types of social networking • Blog sites – comments • News sites – comments • Online live events • Virtual worlds • Interactive games Building relationships – other types
- 26. Other relationship-building tools • Blogger – free blog sites • Survey monkey – freemium – 10 questions • MailChimp – freemium – 2,000 subscribers Building relationships – other tools
- 27. Social networking • Conversations • Trust/credibility • Connection Building relationships - characteristics
- 28. Making friends on social networks • Re-post with credits • Constructive comments • Timely replies • Ensure credibility • Follow with care Building relationships - dos
- 29. Strategies • Separate accounts • Sunshine test • Challenge ideas, respect people • Ignore the trolls Building relationships - dos
- 30. Petition sites • Change.org • AVAAZ • Community Run Other tools
- 31. Click to edit Master title style Creating content Finding, re-using, licensing
- 32. Creating and finding content True or false? If you publish something to the internet, anyone is legally allowed to use it as they wish. False.
- 33. Creating and finding content True or false? If you’ve purchased a music CD, you can use it as the backing track for videos you create and can play it at events. False.
- 34. Creating and finding content Copyright Respect rights Use legally Cite properly When in doubt, ASK http://www.copyright.org.au/ Handout
- 35. Creating and finding content Creative commons Easier to understand than copyright Must credit and link back to source and license When in doubt, Ask http://creativecommons.org/ Handout
- 36. Content sources & creation tools Sources of free content • Creative Commons.org – music, images • CC Mixter music for videos • Creative Commons search of Flickr, Google Images, Pinterest • Public domain content – Wikipedia, Flickr Commons, some government sites • MS Clip Art – if you own MS Office
- 37. Audio tools Hardware Smartphones Headsets Laptops Webcam mics Digital recorders Creating and finding content Software Audacity http://audacity.sourceforge.net/ Soundcloud https://soundcloud.com/
- 38. Still photo tools Hardware Smartphones Digital cameras Webcams Creating and finding content Software Gimp MS Paint Photo-sharing sites Device software
- 39. Video tools Hardware Smartphones Webcams Digital cameras Creating and finding content Software Windows Movie Maker Device software YouTube
- 40. Free online tools • Text and collaboration – Google email, drive/docs, and chat • Audio – Google talk • Video – Google hangouts – up to 9 • Face to face – Google calendar Communications strategy - organising http://support.google.com
- 41. Click to edit Master title style Social media Relationships + content distribution
- 42. Relationships + content Social media sites - Communication focused around content - Feeds social networks - Shared interests
- 43. Social media sites – making friends - Likes and comments - Favourites lists - Follow/subscribe - Reply and follow up Relationships + content
- 44. Social media sites and apps Images Instagram Pinterest Flickr Picasa Videos YouTube Vimeo Audio SoundCloud Presentations SlideShare Prezi Relationships + content
- 45. Click to edit Master title style Bringing it all together Case study: Community Brave
- 46. Case study: Community Brave Q: What tools do you use to educate, inform, advocate and garner support?
- 47. Q: What tools do you use to educate, inform, advocate and garner support? Target audience 1: middle-aged, urban Plan: 3-phase approach 1. Build brand – YouTube + FB + TW+G+ 2. Detailed comms - Blogs + Newsletter 3. Petitions + crowdsourcing for fundraising Case study: Community Brave
- 48. Q: What tools do you use to educate, inform, advocate and garner support? Target audience 2: young people, urban 1. Build brand – YouTube + Pinterest + Instagram 2. Detailed comms – Forums 3. Petitions + crowdsourcing for fundraising Case study: Community Brave
- 49. Q: What tools do you use to educate, inform, advocate and garner support? • Tools - demographics & objectives • Audience lifecycle • Implement according to plan • Monitor Case study: Community Brave
Editor's Notes
- When you see videos on YouTube that have thousands of views and have communications goals that aim to change attitudes or beliefs, call people some sort of action or to speak out on an important topic – the video on YouTube is usually the last step in the process.
- The first step in the process is to develop a communications strategy where you set out what action you want to inspire or belief or attitude you want to change or what incorrect or misleading information you want to set straight or what have you. You then set out who it is you are talking to. Include as much detail as possible – gender, age, location, education.
- Once you’ve identified who it is you want to talk to and what you want to say, the next step is to listen and build relationships. This is where social networks come in. You can connect to people who share common interests and get a feel for what their attitudes and beliefs are as well as to allow them to get to know you. No one likes being talked AT – so learn to participate in conversations.
- Once you have listened to and learned about your target audience, you can take that learning and apply it to the communications pieces you want to create.
- You then distribute your communication pieces via relevant social media sites and networks.
- These are the information areas that will help you with these steps. Which ones would you like to explore?
- TURN THIS INTO A DOCUMENT HANDOUT – look at UN document for guidance What do you want to achieve? What are your key messages? Whom do you want to influence? Why? What communication channels can you use? How will you measure the impact of your communications? What resources – people, tools, capital will help you achieve your goal? What is your timeframe? What will success look like?
- TURN THIS INTO A DOCUMENT HANDOUT – look at UN document for guidance What do you want to achieve? What are your key messages? Whom do you want to influence? Why? What communication channels can you use? How will you measure the impact of your communications? What resources – people, tools, capital will help you achieve your goal? What is your timeframe? What will success look like?
- Facebook Twitter Linked In Google Groups Google Plus Special interest sites Associations, groups
- The big news on this slide is not the numbers – what should be drawing your attention is the fact that there are differences between people of different ages and genders in terms of what sites they use online. Of internet users, 87% of people 14 to 19, 92% of people 20-29, 71% of people 30-39, 57% of people 40-49, 49% of people 50 – 64 and 39% of people 65+ use social networking sites. Of those people who use social networking sites – the overwhelming/almost universal choice is Facebook. There is also a difference in HOW they use social media sites. Let’s look at Facebook.
- You can see that there is a vast difference between what people are doing on Facebook. All pretty much are there to catch up with friends and family – but other activities vary wildly. This line is of special interest to gambling advocates – who goes to FB to catch up on news and current events? Here’s another one – to play games. There are lots of gambling games on FB – are there any opportunities for you here?
- Here are the different ways in which you can build relationships and communicate using Facebook in ways that have more longevity than simple likes and individual comments. Let’s look at each one.
- This social advocacy page promoting feminist ideals was started in response to John Laws saying Women were “destroying the joint” referring to Australian culture and society. It currently has more than 27-thousand likes in a very short time. They post commentary on news events and, where they see a need, promote action in the forms of protests and petition signings.
- Facebook events pages allows anyone to set up a page with details of an upcoming event. Do this in plenty of time before your event, invite all your FB friends and followers and post regular updates leading up to the event – then post photos and comments after the event takes place.
- Facebook groups are discussion forums where anyone can start a discussion. Keep in mind that you will need to set aside time to monitor these discussions and remove comments that are offensive.
- Twitter is another social network that makes big news. It may or may not have appeal for the age group you are trying to reach. For instance, the over 65s really don’t use it all that much – so if that is your target group – you could probably ignore it.
- Twitter on its own is messy!
- Twitter on its own is messy!
- Twitter on its own is messy!
- Tools that allow you to filter and organise Twitter like Hoot Suite pictured here and another one called Tweetdeck, allow you to see who is trying to talk to you, what tweets you’ve sent, who is re-tweeting your posts and also allows you to follow people, ideas and events that interest you.
- Social networks are about communicating with multiple people – and potentially their friends and family – or followers, depending on the network. Trust and credibility are your stock in trade on social networks. You want people to share it with others. Copyright. Quality. Use tools like Google search and Snopes.com to do some urban myth-busting before you post or re-post something. Connection. Points of similarity, understanding, respect.
- Develop a quick tour of this and do some screen shots in case internet dies
- Facebook Twitter Linked In Google Groups Google Plus Special interest sites Associations, groups
- Hey online advocates - what social media tools do you use to educate, inform, advocate and garner support? Community Brave is a Collaborative Community Project to eradicate Online Bullying, Homophobia, Transphobia and Youth Suicide. Targeted at youths, we aim to change the world through support, education and social media. Community Brave supports Twenty Ten – a NSW-based, community organisation. http://www.twenty10.org.au/about-twenty10 How are we going to achieve this? Phase 1 – Produce and release a series of Role Model online videos to help encourage volunteers to join our mentoring program in phase 2. Videos include: Public, Celebrities, Politicians, Sports Teams. Phase 2 – Working with the LGBTIQ Youth Organisation Twenty10, we are developing a mentor training program to provide volunteers / Teachers / Counsellors with the best training with dealing with LGBTIQ Youth issues. These mentors will then be seeded into community through schools and our online program in Phase 3. Phase 3 – Build and provide an online tool (Social Media Network) for our trained mentors to participate in providing guidance, assistance, advice and support to youths 24 hours per day through the micro-blogging site Twitter. This is the ‘lifeline’ model except it is based purely through Social Media channels.
- Hey online advocates - what social media tools do you use to educate, inform, advocate and garner support? Rami Mandow CEO | Managing Director Cosmicvillage.net kerryjcom For me, gaining support for @CommunityBrave we split up the strategy into three different phases. This determined who/what @kerryjcom first phase - build brand. Video obvious choice here. Targeting middle aged audience, we used YouTube then FB / Tw / G+ to spread @kerryjcom Once we had people knowing who we are, and what we were wanting to do, we moved the middle aged audience to blogs / newsletter @kerryjcom Allowed us to express more content / info to an already engaged listeners. We then used video once again engage young audience @kerryjcom This allowed us to work with building short, fast spreading campaigns to get it moving through social web quickly. Also @kerryjcom image sites like Pinterest / Instagram are perfect for this audience. Then once they were engaged, we used forums as a com tool @kerryjcom When it came to rallying support on a social level, we used online petition sites like chn.ge/10SIEG3 or Community Run @kerryjcom allows us to once again spread quickly. And for our fundraising we are using a crowd funding social good platform, rather than @kerryjcom pozzible or kickstarter ... more focus on social enterprise. That is @StartSomeGood .... launching this later this year @kerryjcom So in summary, best tools depends on audience demographics and objectives. IMO build an audience life cycle strategy and @kerryjcom implement according to plan / monitoring. Sure a few things didn't work, but we always did 3 steps fwd, 1 step back. Progressed.
- Hey online advocates - what social media tools do you use to educate, inform, advocate and garner support? kerryjcom For me, gaining support for @CommunityBrave we split up the strategy into three different phases. This determined who/what @kerryjcom first phase - build brand. Video obvious choice here. Targeting middle aged audience, we used YouTube then FB / Tw / G+ to spread @kerryjcom Once we had people knowing who we are, and what we were wanting to do, we moved the middle aged audience to blogs / newsletter @kerryjcom Allowed us to express more content / info to an already engaged listeners. We then used video once again engage young audience @kerryjcom This allowed us to work with building short, fast spreading campaigns to get it moving through social web quickly. Also @kerryjcom image sites like Pinterest / Instagram are perfect for this audience. Then once they were engaged, we used forums as a com tool @kerryjcom When it came to rallying support on a social level, we used online petition sites like chn.ge/10SIEG3 or Community Run @kerryjcom allows us to once again spread quickly. And for our fundraising we are using a crowd funding social good platform, rather than @kerryjcom pozzible or kickstarter ... more focus on social enterprise. That is @StartSomeGood .... launching this later this year @kerryjcom So in summary, best tools depends on audience demographics and objectives. IMO build an audience life cycle strategy and @kerryjcom implement according to plan / monitoring. Sure a few things didn't work, but we always did 3 steps fwd, 1 step back. Progressed.
- Hey online advocates - what social media tools do you use to educate, inform, advocate and garner support? kerryjcom For me, gaining support for @CommunityBrave we split up the strategy into three different phases. This determined who/what @kerryjcom first phase - build brand. Video obvious choice here. Targeting middle aged audience, we used YouTube then FB / Tw / G+ to spread @kerryjcom Once we had people knowing who we are, and what we were wanting to do, we moved the middle aged audience to blogs / newsletter @kerryjcom Allowed us to express more content / info to an already engaged listeners. We then used video once again engage young audience @kerryjcom This allowed us to work with building short, fast spreading campaigns to get it moving through social web quickly. Also @kerryjcom image sites like Pinterest / Instagram are perfect for this audience. Then once they were engaged, we used forums as a com tool @kerryjcom When it came to rallying support on a social level, we used online petition sites like chn.ge/10SIEG3 or Community Run @kerryjcom allows us to once again spread quickly. And for our fundraising we are using a crowd funding social good platform, rather than @kerryjcom pozzible or kickstarter ... more focus on social enterprise. That is @StartSomeGood .... launching this later this year @kerryjcom So in summary, best tools depends on audience demographics and objectives. IMO build an audience life cycle strategy and @kerryjcom implement according to plan / monitoring. Sure a few things didn't work, but we always did 3 steps fwd, 1 step back. Progressed.